Connecting restaurants with tools to run successful operations

Photography

Campaigns

I arrived at 7shifts just 1 week after its latest rebrand launched.

With the newly refreshed brand, 7shifts now had the opportunity to discover the bounds of it's brand, and build up new systems.

I came in to lead the design of the website, and build out the design systems for newly realized branding. Over time I have transitioned to leading the design operations of 7shifts brand design team.

I am currently the primary art director on our customer photography, have built out experiential design for events and led creative direction on several large-scale campaigns.

KEY RESULTS

22%

Average increase in web conversion rate site-wide

$471

Reduction in cost per trial (50%)

PROJECT SCOPE

Art Direction, Web Design, Brand Design, Print/Swag Design

DURATION

June 2023 - Present

7shifts website: building our design systems

7shifts website:
building our design systems

More info coming soon!

When I arrived at 7shifts, the pillar pages had been migrated to our new branding, but a host of other pages still remained in our old branding. In my first year, I worked in partnership with our web development team in batches to migrate each category of page to the new platform, rebranding the pages as we migrated them.

Simultaneously, I have created a scaleable web design system, and facilitated all CRO tests on our website. I am currently leading the charge in refactoring our design system to facilitate more easy AI integrations (Figma Make, Claude Code and V0) during the handover between design + development of our page builds.

22%

Average conversion rate per-page

114%

Lift in conversion rate on our blog

75%

Lift in conversion rate on key PPC pages

Photography: showcasing our customers

Building a distinctive brand presence requires consistency across all visual mediums. 7shifts serves as a technological solution for restaurants across North America. These shoots allow us to produce on-brand photography for the 7shifts website, sales collateral, and social media.

In order to showcase the contrast between the grit of back-of-house at restaurants, and the glam of the front-of-house experience, our team often shoots live on-location at real 7shifts customers in a direct-flash style. 





I act as the art director, conceptualizing our photos, arranging and directing a freelance photographer, and touching base with our customers to plan the shoot.

These shoots positions us uniquely in the restaurant tech space, where often the imagery uses a heavy reliance on stock imagery and photos of polished spaces (often the opposite experience for back-of-house restaurant work that tends to be messy, chaotic and fast-paced)

Building a distinctive brand presence requires consistency across all visual mediums. 7shifts serves as a technological solution for restaurants across North America. These shoots allow us to produce on-brand photography for the 7shifts website, sales collateral, and social media.

In order to showcase the contrast between the grit of back-of-house at restaurants, and the glam of the front-of-house experience, our team often shoots live on-location at real 7shifts customers in a direct-flash style. 





I act as the art director, conceptualizing our photos, arranging and directing a freelance photographer, and touching base with our customers to plan the shoot.

These shoots positions us uniquely in the restaurant tech space, where often the imagery uses a heavy reliance on stock imagery and photos of polished spaces (often the opposite experience for back-of-house restaurant work that tends to be messy, chaotic and fast-paced)

Campaigns: Testing the boundaries of 7shifts brand

7shifts runs major campaigns during the sprint and autumn seasons, to coincide with The National Restaurant Association's flagship event (it's a BIG deal!) and Payroll Selling Season. During our off season, we often run smaller scale campaigns targeting our ideal customer profile (independent restaurants or franchise locations with under 50 employees)

Within each campaign, we leverage the opportunity to stretch the boundaries of our brand system in each medium. We go wild with patterns, fonts, and illustrations while still ensuring we stay true to our fundamental brand system.

For paid ads campaigns I am currently in the process of integrating the use of AI + process automation (through Figma Buzz) to create a higher number of design variants that we can test against our current creative.

797%

Increase in ad impressions during the launch of our local campaigns in Chicago

$471

Reduction in cost per trial (50%)

122%

Of goal on new business Payroll subscriptions during our payroll selling season campaign.